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The evolution of sales forecasting management: a 20-year longitudinal study of forecasting practices

Author

Listed:
  • DONNA F. DAVIS

    (Texas Tech University, Lubbock, Texas, USA)

  • JOHN T. MENTZER

    (University of Tennessee, Knoxville, Tennessee, USA)

  • TERESA M. MCCARTHY

    (College of Business and Economics, Lehigh University, Bethlehem, Pennsylvania, USA)

  • SUSAN L. GOLICIC

    (University of Oregon, Eugene, Oregon, USA)

Abstract

This paper presents results of a survey designed to discover how sales forecasting management practices have changed over the past 20 years as compared to findings reported by Mentzer and Cox (1984) and Mentzer and Kahn (1995). An up-to-date overview of empirical studies on forecasting practice is also presented. A web-based survey of forecasting executives was employed to explore trends in forecasting management, familiarity, satisfaction, usage, and accuracy among companies in a variety of industries. Results revealed decreased familiarity with forecasting techniques, and decreased levels of forecast accuracy. Implications for managers and suggestions for future research are presented. Copyright © 2006 John Wiley & Sons, Ltd.

Suggested Citation

  • Donna F. Davis & John T. Mentzer & Teresa M. Mccarthy & Susan L. Golicic, 2006. "The evolution of sales forecasting management: a 20-year longitudinal study of forecasting practices," Journal of Forecasting, John Wiley & Sons, Ltd., vol. 25(5), pages 303-324.
    • Handle: RePEc:jof:jforec:v:25:y:2006:i:5:p:303-324
    DOI: 10.1002/for.989
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    References listed on IDEAS

    as
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